Stop Sending This Email—It’s Hurting Your Sales 🚨

Hey, it's Jordan from the Email Intel Newsletter.

Let’s face it—some emails just aren’t doing what you think they are.

In fact, there’s one email I see DTC brands send all the time that’s quietly tanking their engagement and sales.

It’s the “We Miss You” email.

You know the one:
The “It’s been a while, here’s 10% off” message that feels like a half-hearted attempt to re-engage your subscribers.

Here’s why that email doesn’t work and what you should do instead.

Why the “We Miss You” Email Fails

First, it’s generic.

Your customer knows you aren’t actually missing them—they see right through that. It feels automated and lacks any real value.

Second, it relies too heavily on a discount to drive action.

While discounts can be effective, constantly offering them diminishes your brand’s perceived value.

Worse, it trains your customers to wait for a deal instead of buying at full price.

What to Do Instead

Instead of sending an impersonal discount email, focus on rebuilding the relationship.

Start by acknowledging the lapse in communication.

Be upfront:
“We noticed it’s been a little while since you checked in with us, and we’re curious how things are going.”

This immediately feels more personal and genuine than just throwing out a discount code.

Then, offer something valuable that isn’t tied to a purchase.

Think helpful content, like:

• A product tutorial

• A guide on how to get the most out of their last purchase

• Tips that align with their interests or needs

This positions your brand as helpful, rather than pushy.

And instead of leading with a discount, provide them with a reason to stay connected.

“You’ve been a part of our community for a while, and we’d love to share more exclusive content with you. Keep an eye on your inbox for some insider tips coming your way.”

By shifting the focus from a quick sale to relationship-building, you’re setting the stage for long-term customer loyalty.

It’s All About the Experience

At the end of the day, customers don’t want to feel like a number on a list. They want to feel like they’re part of something bigger—something worth their time.

Next time you’re tempted to send a “We Miss You” email, remember that it’s not about the discount. It’s about the connection. And that’s what drives real sales.

Cheers,

Jordan

PS - If you run a DTC brand and want to have a 15 minute strategy session with me, book a call here »